Online store owners swim in a sea of fierce competition dominated by Amazon and Best Buy, among others. You can’t always be number one. But with a strong desire and the right tools, you can become a leader in your niche.

Usually, when we talk about how social-media savvy companies use Twitter, we talk about doing smart and non-intrusive marketing; we talk about really getting into conversations with customers, and we talk about providing customer support using this particular social media channel.